Indonesia

Key mobile trends

A country of 280 million people with 40% of all of Southeast Asia’s youth, Indonesia the largest youth mobile market in the region. Price wars between mobile operators that began in 2007, along with handset saturation has driven youth mobile ARPU down. The rising share of revenue from data usage clearly shows the future potential growth areas.

© Melly Kirana

Implications

The massive size of Indonesia’s youth market makes it an ideal platform to enter Southeast Asia, not just in terms of marketing, but also in terms of capturing and testing new innovation.  For mobile handset brands, the success of BlackBerry in Indonesia can serve as an insightful case study into at how Change Agents can take a product designed for a niche market and create mass market appeal for it.  For local operators like Telkomsel, Indosat and XL Axiata, the future is data.  However, without understanding the real social and emotional drivers of anak muda (the young Indonesians), they risk repeating the same mistakes they made when they started the price war for new subscriptions. For more details, contact mobileYouth 2012 Report.

indonesia data charts mobileyouth

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